The ABC’s of Authentic Brand Content

Let’s keep it real.

I mean that in its most literal interpretation. Content creators, marketers, PR pros and advertisers alike are struck with a similar shift in public perception. To be blunt, people are tired of the shit. There’s a time and place for the flashy, big budget ads, but when it comes to social media, people want to see the real side of your brand. When we asked a well-known digital marketer, Ross Simmonds, what he believed would shape the modern business space, he told us it would be authenticity.

Last year, 2000 adults across the U.S., UK and Australia were surveyed to discover what kind of branded content they preferred to see, and what they deemed the most influential. Authenticity quickly made itself a common theme. From this survey, the majority responded that more than half of brands did not produce content that they would consider ‘authentic’.

Now more than ever, people are actively searching for brands that align with them on a value-based level. The brands people choose to champion are the ones that actively contribute to their own personal brand.

So, how can you build better and more authentic content around your brand?

A.) Build relationships with your customers

Working to build a trusting relationship with your customer is the first step. We all know that trust is earned, and it’s not something that happens overnight. The most effective approach is to provide value. So… go ahead and provide some more! Customers notice when you go above and beyond the standard functions of your business. There are simple ways to bridge the gap between a basic business relationship and one that fosters an eternal brand ambassador.

A time when a brand left a lasting impression on me after ordering my first pile of business cards...

Excuse the rip, but this is the note that came with my purchase.

This is obviously already an exciting moment in a new entrepreneur’s journey (at least it was for me), and Vistaprint added a cherry on top. Along with my business cards - which turned out beautifully - was a handwritten letter from an employee at the company, as well as some additional branded items added on top of my already reasonably priced order. I’m not so ignorant to think that they don’t do this for everyone, but it still stuck with me. Since then, I’ve gladly been a supporter of their services and culture.

“Stop thinking like a salesman and start acting like your reader’s mentor. A salesman wonders how to get his next sale. A mentor cares about his students. He wants to help them get ahead and live a more fulfilled life. By providing solid advice on a regular basis, you build authority and trust; and that’s how you win new customers.”

— Henneke Duisermaat, Kissmetrics

It’s the little things like this that work to build trusting relationships between you and your customers.

See what I just did for Vistaprint? That is what you want your customers to do for you. I just participated in something called user-generated content (UGC).

The aforementioned survey discovered that user-generated content ranks the highest when it comes to being perceived as authentic and influential. UGC simply means that the consumer produces content that represents a brand. This can happen both organically, or through influencer campaigns. Regardless of the approach, this is an incredibly effective way to build authentic content around your brand.

Many brands successfully establish digital stages for consumers to create their own branded content. These stages are typically managed through hashtags, and work to create a sense of community online. UGC campaigns provide tons of value to each side of the coin. This is what Adobe brilliantly did through Instagram last year!

Adobe, the popular software provider for digital creatives essentially created an online art gallery using the hashtag #Adobe_Perspective. They encouraged their creative users to share their masterpieces on Instagram using the hashtag. The extra incentive to possibly be featured on Adobe’s own Instagram page with over 600k followers also helps.

Storytelling is a powerful way to tap into your consumer’s emotions and leave a lasting impression. Establishing an emotional connection with consumers greatly influences their commitment to your offering.

You’re looking for the unique and emotional elements that will set you apart from the noise to establish your story.

How to get others to tell your story

This is the mecca of digital PR and marketing: having a story that builds trust and is shared effectively through UGC. You can’t force people to share your story, but you can influence their desire to. We all love good stories, and good stories are shareable.

Here’s how to get people to start telling it:

Tell your story everywhere. Whether it’s during an interview, in a blog or in a tweet... tell it!

Add to your story through social media. Stories, pictures, curated content all work to contribute to your story.

Create dialogues with customers online. Pose a question and reply to their answers.

C.) Tailor your content to each channel

There’s a reason why features like Snapchat and Instagram stories gained so much popularity in the last couple of years. Viewers love them because these are the mediums that scream authenticity. Brands often use these channels to showcase a behind-the-scenes look of what they do on a day-to-day basis.

No matter where you share it, your story needs to be consistent, but your delivery approach may change. There’s an optimal way to share a piece of content for each platform. You wouldn’t necessarily share something on Twitter in the same way you would on LinkedIn. Think of as if you were re-purposing content. You want the message to be similar, but how your audience consumes it may vary.

There’s no calculated way to do this, but let me get you thinking...

A blog you wrote on your website could become an infographic.

A picture you took could on social media could literally be worth 1000 words (blog).

A podcast you recorded could be re-purposed as written content.

A video you made could also become a podcast.

There are countless ways to re-purpose content. Your goal is not only to lessen your workload, but also to influence your viewer’s experience. Once you understand how your viewer uses each medium, then you’ll better understand how to get the most out them.

Marketers are tasked with exploring and capitalizing on new avenues to achieve this tall order effectively. That’s why it is more important than ever to have a digital marketing strategy that works for you and can produce tangible results.

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